Heineken

Market
Research

The programme equipped Heineken teams with a compact, practical set of market-research principles and hands-on tools they could use immediately on live projects. Through immersive demonstrations and exercises — from heuristics/bias/schema and conscious vs. subconscious decision-making, to interactive priming/implicit-vs-explicit demos, voxpops and a “Getting the best from research” commissioning challenge — participants worked the end-to-end process from deep consumer insight to rigorous research briefs and stimulus design; learning how to turn understanding of the conscious and subconscious into research-led brand building and comms decisions. This highly practical, evidence-led approach built both confidence and capability, ensuring teams could quickly embed new ways of working and deliver measurable commercial and customer impact in day-to-day activity.

Tablet displaying a cover image with a mountain and water background, titled "Unlocking Consumer Motivation" by Global Commerce University.
Slide titled 'Agenda' with four points: 1) The Fundamentals of Human Behaviour, 2) Getting the Most from Research, 3) Being Part of It, 4) Action Planning. The slide includes the logo of Global Commerce University in the top right corner.
Illustration of an iceberg with labels indicating 'Above the Surface' and 'Below the Surface', alongside text explaining that 'Consumer behavior is like an iceberg'.
Flowchart explaining the framework for understanding behavior, including four steps: Beliefs, Context, Decision, and Behaviour, with descriptions for each step.
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